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Data quality: Why "dirty data" can foul your marketing efforts

What is Data Quality? The importance of data for the success of an organization's advertising and marketing efforts is widely accepted. It is seen as a valuable resource and can become an advantage in a highly competitive market. Dirty data on the other hand may hinder the success of data-driven marketing initiatives. In a study by the Experian from 2019 the authors found that 95% of respondents see impacts in their organization from low data quality. But what exactly determines Data Quality (DQ)? Lee et al (2006) define data quality as a measure of the condition of data based on [...]

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